Promo - February 2008 - (Page 58)

“PROMO “PROMOLAND” DEMOGRAPHIC SNAPSHOT: THE NEW CHINESE-AMERICANS Language obviously is a distinguishing cultural characteristic for immigrants to the U.S. But in other respects they’re no different from ancestors of the Mayflower settlers. A new survey conducted by Global Advertising Strategies in conjunction with Chinese Media Net sought to delve into media consumption habits of Internet-savvy, highly educated professionals who come from Mainland China. They compose the second largest immigrant group in the U.S. (Hispanics are first.) The survey covers Chinese-Americans’ preferences and consumer habits across several categories including media, finance, automotive, travel and the telecommunications industry. “Overall, what we appear to be seeing is a group of very desirable American consumers who, while best reached via Chinese language media, do not rely on Chinese ‘crutches’ when making important purchasing decision,” the report states. Highlights include: • over 40% are frequent domestic travelers, tearing down the misconception that Chinese only travel to Asia • 61% indicated they rely on Chinese language media for their information • 69% of respondents reported a post-graduate degree and boasted a median household income of $55.6K annually. By comparison, the average U.S. mainstream Internet user has a median income of $48K annually and only 30% possess post-graduate degrees. The study is available for download at http://www.ethnicusa.com/en/market_data/research_prod/. SMELLS LIKE LICENSING DEAL Music publisher Primary Wave has revived the lost art form of the deluxe promotional CD package. “The labels don’t do it any more,” says Devin Lasker, partner and chief imagination officer of Primary Wave, a newly formed music publisher, whose catalog includes compositions of the late Kurt Cobain, of the early 1990s band Nirvana. Since this is the first time that its music is available for commercial uses, Primary Wave wanted to get the attention of potential licensees. Lasker devised a heart-shaped box—incidentally the title of one of Kurt Cobain’s more enduring songs—made out of wood and cloaked in flannel, which was the musician’s favorite attire. When the lid is open, a jewelry box instrumental rendition of “Heart-Shaped Box” plays. Inside the box are five CDs, containing Nirvana’s greatest hits, such as “Smells Like Teen Spirit,” and cover versions. Only 500 units of the limited-edition boxed set were made. It puts Geffen’s official multi-disc collection from a few years ago to shame in terms of creativity. The box was sent in November only to the creative heads at advertising agencies, film and TV production companies and several select marketers. Lasker reports the effort has already resulted in a few licensing deals.—Larry Jaffee Finders Keepers Only in Brazil. Kibon, Unilever’s Brazilian ice cream brand, is offering a sweet incentive to drive sales of its Fruttare popsicles. The company is giving away 10,000 iPod Shuffles to Brazilians through March 31. But here’s the kicker: The iPods are frozen inside props that resemble the popsicles. People buy a popsicle, sold in 10 flavors, in hopes of finding a digital music player. Winners can call an 800 number with a code to receive their earbuds and manual, which aren’t included in the package. Not only that, but Kibon 58 is sending people a real popsicle to replace the fake one used to store the iPod. In the case of unforeseen problems with the frozen device, Apple Brazil will repair or replace Shuffles damaged in the packaging, Kibon’s Web site says. The iPods are available in five colors—silver, pink, blue, green and orange—to mimic the popsicle variety. Bullet Brazil developed the idea for Kibon. The giveaway is being promoted on www.kibon.com.br, via TV spots and in posters and brochures. The loose translation for the name of the promotion is “iPod on the Stick.” What will they think of next? —Amy Johannes http://www.ethnicusa.com/en/market_data/research_prod/ http://www.ethnicusa.com/en/market_data/research_prod/ http://www.kibon.com.br

Table of Contents Feed for the Digital Edition of Promo - February 2008

Promo - February 2008 Contents Editor's Note Reality TV Products Rebound - Soon? The Real World Young But Not Stupid Social Tease Health Quencher How Effective? Big Game in Big Easy Commentary Mailbox Marketing Q&A: Coke's Kruse Control Gift-Card Monte Room Service The Agency Center Resource Center Can't Beat Loyalty Index of Advertisers

Promo - February 2008

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